Social Media Marketing for Franchises Best Practices

27 Jun

SEFFLogoIFA logo

I’m excited about speaking at the Southeast Franchise Forum / IFA Franchise Business Network July 12 in Atlanta. We will be discussing best practices in Social Media Marketing specifically for Franchises.

I’ve been working with franchise systems to help their consumer and franchise development using social media for about as long as social been around. But tactics that worked in the “old days” of 4 or 5 years ago may not cut it this year or next. We’ll explore:

Yesterday v. Tomorrow

National v. Local

Paid v. Earned

What are we doing v. what should we be doing?

 

If you’re near Atlanta, please join us! Save your seat today and I’ll look forward to chatting with you.

 

qiigo-logo-320x132

TBT Vinyl: The Beatles, The Red Album / The Blue Album

23 Jun

The Beatles Red Album

 

The Beatles
1962-1966 and 1967-1970
(Also known as The Red Album and The Blue Album)

Apple
1973

 

What was the biggest band of the 1970s?  The Bee Gees? The Eagles? Led Zeppelin?
Nope…The Beatles ruled, even though they broke up in 1970. 

If you grew up in the 70s or 80s, you probably didn’t first listen to the fab four on the original iconic albums or am radio like our friends from the 60s did.  You probably had one or both of these gems.

 

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Bealtes Blue Album label Apple records

 

 

TBT Vinyl: Pink Floyd, Pulse, 1995

16 Jun

Pink Floyd 1

Pink Floyd
Pulse
Columbia Records / EMI
1995

 

This 4-record LP box set contains live shows recorded in London and Rome on from the Division Bell era lineup. The CD version has a pulsing red LED light on the spine which lasted a couple of years. But this vinyl set has a large hardcover book of in-concert shots.

Pink Floyd 2

Pink Floyd 3

 

 

Franchise Consumer Marketing Conference 2016

14 Jun

FCMC1

Three times per year social geeks in the franchise industry have the opportunity to network, sharpen skills, learn, and share in person on a national scale:

At the marketing / tech sections of the IFA Annual Convention

At IFA’s FranTech

At Franchise Update’s Franchise Consumer Marketing Conference (#FCMC)

The FCMC is taking place next Monday night through Wednesday. I look forward to this show as it’s in Atlanta so I can catch up with many of my Qiigo teammates and some old friends in franchising. It’s also one of the best places to share marketing strategies and learn from other brands, other marketers, and even a competitor or two.

If you have the opportunity to join us, please make a point of saying hello – I would love to hear your franchise story!

 

TBT Vinyl: Madness, 1983

9 Jun

Madness

Madness (US Version)
Madness
Geffen Records
1983

This is US their major label debut, which compiled earlier singles and tracks from the UK.

TBT Vinyl: Frampton Comes Alive! 1976

2 Jun

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Peter Frampton
Frampton Comes Alive!
A&M Records
1976

Great album, great live tracks, great liner notes written by a young Cameron Crowe!

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FranTech 2016

1 Jun

FranTech

 

Digital Marketing … Technology … Franchising … if your business depends on any 2 of these 3, then you should attend FranTech this year. Registration just opened for FranTech2016 October 26-27 in Austin and the agenda looks outstanding.

I am looking forward to moderating a discussion along with my Social Geek Radio co-host Deb Evans on the digital marketing plans of an up & coming franchise system. We’ll be interviewing the marketing pros from SafeWay Driving who will share how their marketing tactics are growing their business (and saving lives along the way!).

Join me and my team from Qiigo in Austin and register for FranTech 2016 today!

qiigo-logo-320x132

 

 

TBT Vinyl: Manfred Mann’s Earth Band, Chance, 1980

26 May

Mann1

Manfred Mann’s Earth Band
Chance
Warner Bros
1980

 

Great album by the band that does Springsteen songs better than Springsteen. It features Bruce’s “For You” with vocals by Chris Thompson and Trevor Rabin on lead guitar.

Mann2

 

TBT Vinyl: Led Zeppelin, Coda, 1982

19 May

Led Zeppelin coda

Coda was Led Zepp’s final studio album and included unused tracks from the vault including “Bonzo’s Montreux.”

 

Led Zeppelin Coda interior

A Twitter Trend for Franchise Brands

10 May

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One or Many?

For several years most successful digital marketers with multiple locations or franchises have “gone local with social” and built a social media page or account for each location. This continues to be the winning strategy with Facebook.

But a trend I’m seeing from brand marketers is to merge multiple local Twitter accounts into one account for all brand awareness, news, and customer feedback for the entire brand. The areas where Twitter is currently most useful are increasingly being housed centrally instead of for each individual location.

What about all of the other platforms and channels? Which are best for a local presence versus a national brand voice?  Here’s my recommended number of pages your system should have:

Facebook: 1 brand page + 1 page per location

Google+: 1 brand page + 1 page per location

LinkedIn: 1 company page per brand

Instagram: 1 account per brand

Snapchat: 1 account per brand

YouTube: 1 channel per brand

Twitter: 1 account per brand

 

Why is there a difference for Facebook and Google+? Why should these two – and only these two – have multiple pages? It’s the local or regional presence that is resonating on Facebook with local engagement and converting search results on Google to local store traffic. Think of Facebook and Google+ pages in the same way you would think of websites for each individual location or franchisee. Even for service brands like cleaning and maintenance services without a storefront, conversations and conversions are happening locally through these two platforms. But, the other platforms are skewing to centralized, national brand engagement and conversations.

Multiple Departments?

What about multiple Twitter accounts for multiple departments or functions within a brand? No – not even a separate account for “customer service.” Your brand on Twitter is your entire brand. Customers don’t care about your fiefdoms!

The multiple Facebook and Google+ pages should only be location-specific and nothing else. From a national level there should only be one page. Far too many franchisors still employ separate Facebook pages for consumer marketing and franchise sales marketing. As discussed at this year’s IFA convention in the Facebook for Franchise Sales session, don’t have a separate page for Fran Dev!  Use targeted ads and boosted posts to hit candidates with specific messages about owning a franchise.

 

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